Austin Rover concepts
Under Harold Musgrove, Austin Rover were keen to shake off their dowdy and somewhat backwards image, earned during the "dark years" of the 1970s.
Phase one had been to follow through the "product led" recovery masterminded by Sir Michael Edwardes - and get the Metro, Maestro and Montego onto the marketplace. Phase two was to inject some glamour into the company, giving it a high technology image.
The image transformation would be attacked in three ways:
· Get actively involved in motorsports: results - the MG Metro 6R4 and Rover Vitesse touring cars
· Market the cars as high technology products: results - talking dashboards and forward looking advertising.
· High visibility concept cars to be launched at European Motor shows: results - see below...
MG EX-E
Austin Rover had a full range of saloon MGs, and were working quietly in the background on various concepts, but the EX-E was produced to signal loud and clear to the public that Austin Rover had not given up on MG sports cars.
Enter...
Rover CCV
The idea of the CCV was to preview the upcoming Rover 800 saloon and signal to the company's dealers interntionally that they were considering a coupe version of the new car.
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